Why Specialists Need Special Pages

What do you do, better than the rest? It’s one of those questions that Kubis loves to ask clients when we start to do business with them, but for many medical practices or clinicians, they don’t hesitate to share that information immediately. Whether you are your state’s leader in a specialty surgery, are responsible for a leading number of procedures, or are the most awarded in your field, you should have a page that resembles your trophy case. If patients are searching for it, you should have a page devoted to it, and here’s why:

Building a Better SEO

If you find you’re fighting an uphill battle when it comes to education laymen about your office and their reputation for a specialty service or wondering where the patients for this procedure are, you likely haven’t devoted enough digital space to touting your skills. 

First, using a tool like Google Trends, understand the most popular keywords having to do with your specialty and it’s variants. Identifying those keywords and phrases will help give you meaningful words to work in, as not only are customers looking specifically for these terms, but it’ll ensure your page will rank highly when they eventually do search. 

Even if modern-day users are rejecting large paragraphs and blocks of text, a combination of well-crafted sentences and a large back-end list of keywords and phrases can ensure that you’re still showing up, especially if location-based verbiage is tied in.

Make A One-Stop Shop

When people hit your specialty page, they’ve likely navigated there from a search engine or a direct recommendation, rather than your practice’s standard homepage. Make sure that users who have landed directly to this page are getting a concise but accurate description of who you are, what you and your practice do, and why you’re worth a visit. As a specialist, your goal here is to both educate and sell yourself; detail the service that you’re an expert in and what the procedure is like, while also selling yourself vs your local competition. 

There’s also a high likelihood that the patient who found you searching for information on this specialty is visiting other pages, thus it’s important for you to centralize everything a patient would need in this single page. Whether it’s a contact form, appointment tool, or even just a phone number and map that encourages potential patients to call, ensure that it’s at their fingertips and ready to go. 

Additionally, you can include resources for patients who are still in the shopping phase but aren’t quite ready to have the procedure themselves, such as before and after pictures for plastic surgery, any videos the doctor has recorded, or any articles or interviews they’ve conducted.

A Good Page (And Template) Can Have Many Uses

You may be hesitant to create an entire page for the purpose of selling a single service, but a valued content partner will often make a deal with your team to create a re-usable template that a member of your team can set up themselves to advertise multiple services, or set up other digital tools such as an article publishing tool. It may be a little out of date in 2020 to feel like your office needs to blog, but each and every article you create, with the proper keywords and SEO as highlighted above, to drive new patients to your site to learn more. Which feeds directly into content pieces. 

Once you’ve created these pages based on your specialty services, they become great fodder for your Facebook or LinkedIn profiles. This is also where creating a treatment or health-specific blog can come in, especially when it comes to cross-linking these articles between your own sites, a great tool for expanding your organic digital reach. Talking at length about your specialty, and what makes you the best in town at it, can allow local patients who already value your practice to share this information with friends in the area.

These posts can be run as advertisements locally, or can be re-purposed for a social promotion (everyone who likes and shares this post is entered to win a free procedure themselves, etc.) to drum up business.